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AURUBIS BULGARIA: INVESTMENTS FOR PROGRESS 2027

SITUATION

In April 2024, Aurubis Bulgaria launched Investments for Progress 2027, a four-year investment program worth 800 million BGN. The initiative aims to modernize the company’s facilities in Pirdop and Zlatitsa, ensuring they continue supplying essential materials to the European market while advancing towards carbon neutrality by 2050.

AMI Communications was tasked with developing the program’s visual identity, conceptualizing and executing its launch and promotional events,  and supporting media relations, political outreach, and stakeholder engagement.

GOALS

  • Enhance the visibility of the investment program across media and key stakeholders.
  • Strengthen Aurubis Bulgaria’s position as a strategic investor with a clear vision for economic and social progress.
  • Highlight Aurubis’ role in the green transition, digitalization, and sustainable business.

STRATEGY

  • Branding & Visual Identity: Develop a distinct logo and slogan (Investments for Progress 2027), aligned with the company’s Metals for Progress slogan to ensure consistency across all communication channels.
  • Message Development: Define key messages highlighting Aurubis Bulgaria’s economic impact, commitment to sustainability, and leadership in industrial transformation.
  • High-Level Representation: Secure participation from government officials, business leaders, and industry experts to enhance the significance of the investment.
  • Integrated Communication: Implementing a comprehensive strategy combining media relations, events, digital communication, and stakeholder engagement to maximize visibility and public awareness.

TACTICS

  • Visual Identity & Branded Materials:Development of a cohesive branding concept with a new logo and slogan, ensuring consistency across all materials, including event invitations, banners, and giveaways.
  • Key Messages & Content:Crafting clear, impactful messages highlighting the company’s commitment to sustainability and innovation.
  • Program Video:Preparation of video to showcase the key benefits from the investment program, emphasizing on technological advancements and environmental responsibility.

Media Communication:

  • 1 press release with key program highlights, distributed to national and regional media.
  • 4 leadership interviews with Aurubis Group and Aurubis Bulgaria CEOs in top business and general media.

High-impact events:

– Groundbreaking Ceremony (Pirdop Plant)

  • Media launch event announcing the investment program.
  • Hosted at the Aurubis Copper Plant, the ceremony marked the expansion of the tankhouse and the construction of two new solar power plants, with senior management from both Aurubis Group and Aurubis Bulgaria in attendance.
  • A detailed presentation by the CEO of Aurubis Group provided an overview of the program’s objectives and expected impacts.
  • The event includeda special address fromEU Commissioner Thierry Breton.Representatives of central and local government and key project partners also spoke.
  • The investment video was shown, providing a deeper insight into the scope and importance of the programme.
  • Copper-themed elements, branded beach flags, and informational boards highlighting the program’s key pillars enhanced the event’s atmosphere and context.
  • The event was attended by high-level government officials, local authorities, diplomats and industry leaders, including the Minister for the Economy, MEPs and business representatives. More than 20 journalists from national and regional media were also present.

– Official Cocktail (Sofia Art Gallery)

  • Exclusive event at Sofia Art Gallery, attended by 150+ diplomats, government officials, and business leaders.
  • Featured a curated exhibition by renowned Bulgarian artist Greddy Assa, whose artwork also appeared on event invitations.
  • Included a special address by EU Commissioner Thierry Breton, a video providing insights into the investment program, live jazz performances, and a unique cocktail experience aligned with Aurubis’ branding and the evening’s innovative theme.

Industry & Community Engagement: 

    • Presentation of the program at 4 business and industry conferences.
    • Using existing initiatives such as the Aurubis internal sports tournaments, the Sofia-Zlatitsa velotour and the “Beautiful Srednogorie” CSR project to communicate the investment programme and enhance awareness and community engagement.

RESULTS

Media Communication (executed in collaboration with Aurubis Bulgaria)

  • The press release generated 40+ publications, reaching 464,000 daily readers.
  • The leadership interviews (4) reached a daily audience of 156,000.
  • 100% brand visual penetration across all press coverage and 100% positive tone of the publications.

Successful Execution of the Events and officials engagement

  • Over 220 guests participated in the groundbreaking ceremony and the official cocktail in Sofia, surpassing expectations.
  • Attendance by government ministers, EU officials, the German Ambassador, and key business leaders. 
  • Key messages reached 800+ attendees of the conferences, including government officials, industry leaders, economists, and journalists

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